Monsanto's Moral Obligation

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Monsanto has a moral obligation to society because they offer technology to improve human lives. Monsanto has been heavily criticized and protested in the past. A merger with Bayer is an excellent strategy to escape the witch hunt. Bayer-Monsanto can fulfill their moral obligation while also protecting society and the environment from potential negative consequences of its products through the opportunity of creating an ethical brand identity and a relative positive position through strategic brand alliance.
Bayer-Monsanto identify an ethical brand using both ethical principles and corporate social responsibility values (Alwi, 2017). Positioning is Monsanto’s largest issue. Positioning is the creation of a mental image of the product offering …show more content…
The new company must actively engage policy-makers and environmental groups (Keating, 2016). Through constant research, the company can implement techniques to protect the environment. The company should also provide more education to farmers, especially in less developed countries. The company should also be aware that time has not elapsed enough to completely understand the effects of certain products on human life. They should continue research and introduction of new products constantly. Through GM seeds they fulfill moral obligations while protecting society. The enhancement of seeds allow farmers to grow food in barren lands, increase yields, nutritional benefits, and improve cost-benefit ratios (McDonald, 2004).
References
Alwi, S., Ali, S., & Nguyen, B. (2017). The importance of ethics in branding: Mediating effects of ethical branding on corporate reputation and brand loyalty. Journal of Business Ethics Quarterly, 27 (3), DOI: https://doi.org/10.1017/beq.2017.20
Ferrell, O. C., & Hartline, M. D. (2014). Marketing strategy: Text and cases (6th ed.). Mason, OH: South-Western/Cengage
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